Last summer the Interactive Advertising Bureau (IAB) released new guidelines for digital advertising creative.
The new standard units are for mobile, display, video and native ad formats. Previously the standard ad unit sizes were static: 300×250, 728×90, 160×600, etc. Now that mobile devices are the norm for cruising the internet, the need for “responsive” ad units have become necessary.
Moving to “aspect ratio” ad sizes allows digital ads to scale for each device and screen resolution. The same banner or video creative will work well on small mobile phones, tablets, and large desktop monitors.
For clients providing digital advertising artwork, we are now requesting the following sizes:
- 1×1 = 450×450 (replacing 300×250 medium rectangle)
- 1×2 = 450×900 (replacing 300×600 portrait)
- 1×4 = 240×960 (replacing 728×90 skyscraper)
- 6×1 = 450×75 (replacing 300×50 and 320×50 smartphone banner)
The new IAB Standard Ad Unit Portfolio incorporates the LEAN Principles: lightweight, encrypted, AdChoices supported, and non-invasive formats. The LEAN Principles are designed to improve the consumer experience when reading articles or watching video content online. The ads will not be disruptive and have faster load speeds.
The IAB is an industry trade group that sets the standards for interactive advertising. The big online publishers, ad networks and advertising agencies work together to create these industry standards.